• The Journal of the Korea Contents Association
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• v.9 no.11
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• pp.363-375
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• 2009

This study is to verify effects of banner advertising by context effect in web contents. For this, it analyzed the effects of banner advertising by association of internet article's contents, emotion, difficulty of article and the level of involvement. According to the result of experimental design, banner advertising effects by context effects of web contents were high in the following cases; in the case when the contents were highly associated with banner advertising; in the case when the positive emotions were formed by the internet article; in the case when the difficultly of article was low; and in the case when consumer's involvement was high. And also, when the contents were highly associated with the advertising, the content effects of web contents were high even in the case when the negative emotions were formed; in the case when the difficulty of article was high; and consumer's involvement was low.

• Journal of Fashion Business
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• v.21 no.6
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• pp.1-15
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• 2017

This study examines the various responses of Chinese consumers, depending on the nationality of the fashion advertising model featured in an advertisement; it explores the effects of a congruence between self-image and advertising image (CSIAI) on consumer attitudes. This study was conducted by collecting data online; 200 samples selecting a Korean model and 200 samples selecting a Chinese model with a fashion brand were analyzed. A structural equation model confirms the conceptual framework for the influence of CSIAI on consumer attitudes and purchase intentions. The results show that the perceived CSIAI of consumers positively influences their attitude toward the advertising and the brand, and further, that advertising and brand attitudes significantly affect the purchase intention of consumers. This positive relationship is moderated by the nationality of the model. These findings suggest that the nationality of the model can serve as an important retail mix for global marketers. Other results and management implications are also discussed.

• Journal of the Korean Operations Research and Management Science Society
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• v.36 no.3
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• pp.75-90
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• 2011

Suggesting that endorser fit in print advertising can be subdivided into observable endorser-product fit, unobservable endorser-product fit, and observable endorser-background fit, this study empirically investigates their effects on advertising effectiveness. Undergraduate students participated in the study and evaluated three real advertisements on the items of the fits, the advertising effectiveness, and so on. The advertisements were for a watch, perfume, and women's clothing. Results showed that each of fits had an positive effect on advertising attitude, brand attitude, and purchase intention respectively and the observable endorser-product fit had a more positive effect on such an effectiveness than the unobservable endorser-product fit and the observable endorser-background fit in the majority of cases. It was also found that each of the fits had a tendency to exert relatively greater effects on the advertising effectiveness, especially on the purchase intention, compared to the endorser preference.

• Journal of Information Technology Services
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• v.8 no.2
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• pp.23-41
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• 2009

UCC paradigm based on Web 2.0 has made new business models and came to the forefront as a commercial media. The purpose of this study is to analyze the customer attitudes toward UCC and its effects as a commercial media. Based on prior studies of Internet and Web advertising, informativeness, entertainment, irritation, trust, usefulness, ease of use, incentives, and flow were identified as affecting factors of the attitude of UCC advertising. Results show that informativeness, entertainment, irritation, trust, ease of use, and flow are significantly related to the attitude of UCC advertising, but usefulness and incentives are not. Customer attitude toward UCC advertising was also found to be significantly related to the such effects as brand attitude, word of mouth, and intention to buy. This study contributes to improve the understanding of UCC as a commercial media and provides the base of activation strategies for it.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.3
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• pp.386-396
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• 2014

This study examined the effects of Korean celebrity advertising models on the advertising effectiveness for Chinese brands by comparing apparel products with electronic products. In addition, this study explored the effects of gender and monthly expenses on the evaluation of Korean celebrity advertising models. This study targeted 388 Chinese university students in China. The results show that Korean advertising models consist of five attributes (familiarity, visibility, credibility, similarity, and attractiveness) and that advertising effectiveness consists of three factors (attitude toward the advertisement, attitude toward the brand, and purchase intention). The impact of these five advertising model attributes on advertising effectiveness differ for apparel and electronic products. The results also indicate gender and expense differences in the evaluation of Korean celebrity models. We discuss the theoretical and managerial implications of the results along with potential limitations and future research directions.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.2
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• pp.267-278
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• 1998

The purpose of this study was to investigate the degree of self-monitoring (SM), the task situation and the appeal type of advertising impact on consumer behavior: in inner wear purchase. Information for the study was obtained with the use of experimental design. the experimental materials for the study were two-type inner wear advertisements (image appeal Ad/product appeal Ad). The subjects were 270, who were randomly sampled women undergraduate students in Korea, and main-test subjects (70 high SM subjects/69 low SM subjects) were assigned to the cells of 2 (self usage/gift-giving)x2 (quality appeal Ad/image appeal Ad). According to the 2x(2$\times$2) mixed factorial design, the level of SM score, the type of task situation score and the level of appeal type of advertising score were compared and tested by analysis of ANOVA. The results of experiment were as follows: 1. Experimental 1. the results showed the product preference on inner wear was the significant 3-way interaction effects among the degree of SM, the task situation, and the appeal type of advertising as well as the significant main effects of the appeal type of advertising. That is, the situation impact differs from the appeal type of advertising according to the degree of SM. 2. Experimental ll. the results showed the purchase intention on inner wear was the significant 2-way interaction effects between the appeal type of advertising and the task situation as well as the significant main effects of the appeal type of advertising and the task situation. That is, there is considerable difference in gift-giving situation rather than in self- usage situation according to the appeal type of advertising.

• Journal of Information Technology Services
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• v.18 no.1
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• pp.1-12
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• 2019

The purpose of this study is to find out what type of skip button used in forced exposure advertising is the most positive to the users. The four types of skip buttons were produced for the experiment and tested by survey and eye tracker to reveal the effects of the skip buttons on perceived intrusion, advertising attention, attitude toward advertising, and memory consisting of recall and recognition. Out of 80 participants, 20 were randomly assigned to the specific type of skip button group. The results showed that there is no statistical difference in advertising attention, perceived intrusiveness and attitude toward advertising. However, the recall and recognition rate are the highest in the static text type and kinetic text, product image, and default follow statistically. This study has implications for using skip buttons as a major variable for inventory of TrueView advertising effects and suggests that the amount of information in the image is critical processed by users within very short time.

• The Research Journal of the Costume Culture
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• v.24 no.3
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• pp.324-335
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• 2016

The fashion product image preference changes depending on one's lifestyle and personal inclination. Women want to show the fashion product image preference, often through their clothing and makeup choices. Brand image includes those elements related to the brand. Advertising is the primary method for introducing brands. This study was conducted to investigate the effects of fashion product image preference on emphasis of brand image and advertising factor evaluation targeting working women in their 20s and 30s. The fashion product image preference was s sophisticated image. Preference for a sophisticated image has a significant effect on emphasis of brand image when selecting fashion products. Emphasis of brand image has a notable effect on the brand direct advertising factor evaluation. Fashion product image preference has a significant effect on both brand's direct and indirect advertising factor evaluation. When selecting a fashion product (clothing and cosmetics), brand image importance was found to have a positive effect on a brand's direct advertising factor evaluation. Therefore, fashion companies should take advantage of their brand logo. Companies should also pay attention to clothing and product containers used in advertising to show the brand. In addition, every company should create an advertising image that represents their overall brand, by using a combination of detailed advertising factor evaluation.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.986-994
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• 2013

With reviewing major advertising effect models, this research aimed to describe the accepted view of how advertising works, to discover the limits of current advertising effects research paradigm and to suggest the solutions. The results show that current advertising research has been mainly focused on brand attitude but other advertising effects have been neglected. Due to radically changing advertising media, the author proposes that new perspectives on the advertising effect are needed such as brand perception, brand familiarity and brand salience.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2008.10a
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• pp.319-323
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• 2008

"How does advertising affect sales?" is the fundamental issue of modern advertising research. There is an interesting issue for estimating carry over effects of advertising on sales, and the aggregated data biases exist in the duration of advertising effect. This research suggests a modified model at micro-data using Koyck model (Koyck 1954) by estimated model the aggregate data, and empirically shows the aggregated data bias. Our modified model with the aggregated level of actual data is more appropriate than the base model for micro-data. The result shows that it is very important to consider the disaggregated data level in the analysis of dynamic effects of adverting such as lagged effects.